Bluelinx
BlueLinx, one of the nation’s largest building products distributors, wanted to boost their brand awareness and strengthen their lead generation go-to-market strategy. The solution: A well-executed, robust marketing campaign along with a brand refresh. First, the Brown Bag team identified relevant markets by evaluating the organization’s history, growth potential, and competitive and market analysis. Then we crafted three unique brand concepts with one collective goal in mind—to build a brand experience that’s as durable and dynamic as the services they’ve always been known for.
Concept 1:
How it all comes together
There’s something powerful in sharing in a great work. You sense it in a handshake: a convergence. A coming together. In trust and confidence, the baton is passed. That acknowledgement and encouragement (“Good job! Pass it on!“) give us what we need to get back out there and keep going. It’s the kind of connection that drives the right kind of distribution.
Because BlueLinx isn’t about any one person, or any one job they do. We set our sights higher than that. And yes, it’s a tall ask, building a better tomorrow. It’s a job so big that it can’t be accomplished by any of us, because it takes all of us, each doing our part. And that includes you.
So wherever you see the BlueLinx logo, that’s us offering our hand. It’s our way of telling you that together, we’ve got this. Maybe stand a little straighter. Walk a little taller, as you go about creating something great for those who will follow and build on your work.
Good job. Pass it on.
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Concept 2:
What the Future Is Built On
You know quality when you see it. With time and practice you can spot it a long way off. We count on that at BlueLinx. Our mark says to every builder, framer and dreamer: “We’ve got this. Count on us; we’ll hold it together with you.”
We supply the materials your customers demand. Innovative textures and finishes, treatments that stand the test of time, and in quantities that big dreams need. We go wherever you’re building America’s future. For each board, nail, shingle, tile or anything else we supply, we have one mission: to make a material difference for you and your customers.
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Concept 3:
How America frames the future
To build something is perhaps the most physical expression of hope. It says “Tomorrow will be better. Join in and see!” It requires a kind of faith – a willingness in each of us to act now, believing that the eventual outcome of all our efforts will do right by all those we love. It’s our gift to them, so that they too might pay it forward and build for better days.
That’s how we see it, anyway. For BlueLinx, every pallet, every truckload is a combined, concentrated investment in the future. Because our job isn’t just warehousing plywood, or hauling and distributing hardware, or supplying contractors and developers across the country. It’s all those things, of course, and more: but behind every BlueLinx logo, in every truck, in every stage of our business, it’s our people. Every one of us is a trusted steward of a grand tradition of practical grit and can-do thinking, connected to each other by a throughline of hope and the faith that together, we’re how America frames the future.
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